Customers HATE Jumping Hurdles

Hudles are great when placed around a track. They provide a challenge to runners to get over them repeatedly as they run toward the finish. Hurdles provide the challenge.

Challenging hurdles lose their value when they leave the track. When your customer is running the track that your product provides and they come across a hurdle, they swear, they stop, they become angry, and they start to look at the track next door that doesn’t have any hurdles. Your customers HATE jumping over hurdles to:

1) Use your product (poorly designed interface)

2) Interact with your company (not providing a direct telephone number on your Contact Us page)

3) Claim rewards (remember those annoying mail-in rebates that require the reciept in triplicate and a form with BLUE ink only?)

4) Get rid of your product (not allowing your customer to cancel easily is a red-flag)

Hurdles can be seen in your data. Whether you track conversion rates on your website or survey customers regularly, hurdles are patterns that stand out.